At PSFK's London conference, head creative at Innocent Drinks explains how story-telling and trial & error created a brand that customers can love.

How does a start-up achieve success? Is there a sure-fire route to creating a loyal fan base and a unique company image? Dan Germain, Head of Creative at Innocent, a UK smoothie brand and subsidiary of Coca-Cola, recalled his experiences with brand development at this year’s PSFK CONFERENCE LONDON in September.

Originally working as an English teacher, he and some friends had a great idea for a product–fruit smoothies– but had no design or marketing experience. Yet, in 1999 they began their venture, often asking “stupid” questions until they found in-routes and designs that fit their product.

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